FOR IMMEDIATE RELEASE
Dubai, UAE – July 2025 – The Experiential Planner Expo (EPEX), the region’s leading B2B platform for the MICE, weddings, and luxury events industry, is proud to announce the continuation and expansion of its strategic partnership with the International Congress and Convention Association – Middle East Chapter (ICCA ME). This renewed alliance marks a significant evolution in EPEX’s engagement strategy by introducing qualified association representatives into its Hosted Buyer Programme for the first time.
In 2025, EPEX and ICCA ME are jointly bringing a select group of international association leaders to participate in the show. These association representatives (majorly from Medical associations) have expressed genuine interest in hosting future congresses and events in the Middle East. Their presence will provide EPEX exhibitors and destination partners with a rare opportunity to understand the deeper requirements of international congresses and the decision-making dynamics behind destination selection.
The partnership will also feature an ICCA-led Leadership Session during EPEX 2025, where these invited association leaders will engage in a panel discussion titled:
“More Than Meetings: How Association Congresses Drive Impact, Legacy, and Destination Strategy”. Moderated by Anju Gomes, Senior Regional Director, ICCA ME, this session will uncover the real priorities of associations—from aligning with national development goals to achieving long-term impact in knowledge and community exchange. Attendees will gain valuable insights into how destinations, venues, and local stakeholders can position themselves not just as hosts, but as long-term partners in delivering transformational outcomes.
This expanded partnership with ICCA ME brings a crucial new dimension to EPEX. As the region grows its credentials as a global hub for international meetings and congresses, it’s important that we also enable real conversations around legacy, collaboration, and value co-creation. We’re excited to welcome association leaders to EPEX and look forward to building on this momentum year-round.
Karishma Hundalani
Head of Brand and Content at POW WOW Marketing, organizers of EPEX
Beyond the show, EPEX and ICCA ME will also collaborate throughout the year to:
- Build awareness and outreach to potential ICCA members in the region
- Encourage participation in regional events and the annual ICCA Congress
- Support ICCA Middle East Summit and ICCA Congress, through ongoing content coverage across Experiential Planner Digital Channels and EVENTFAQS Media platforms in India
Our continued partnership with EPEX reflects a shared commitment to growing the M.I.C.E. industry in the Middle East through knowledge exchange and meaningful stakeholder engagement. By integrating association voices into EPEX and showcasing the real legacy-building potential of congresses, we hope to drive stronger collaboration between destinations and the global association community.
Anju Gomes
Senior Regional Director, ICCA Middle East.
EPEX 2025 will take place on September 4–5 at the Grand Hyatt Exhibition Centre, Dubai, and is expected to host over 500 global buyers and planners, along with leading MICE, wedding, and luxury event suppliers from across the world.
To learn more or register to attend, visit: experientialplanner.com
Notes to the Editor
About ICCA
The International Congress and Convention Association (ICCA) represents the main specialists in organizing, transporting, and accommodating international meetings and events. ICCA ME is the regional chapter dedicated to advancing the business events industry in the Middle East, providing education, networking, and advocacy for its members.
About Experiential Planner (EP)
Experiential Planner (EP) is a premier platform dedicated to the Meetings, Incentives, Conferences, and Exhibitions (MICE) and Destination Weddings industry. With a focus on providing valuable insights, resources, and networking opportunities, EP serves as a trusted platform for industry professionals seeking to stay informed and connected.
EP offers a wealth of curated content, including industry news, trends, case studies, and expert insights, to help planners stay connected with destinations.
Driven by a commitment to excellence and innovation, EP aims to empower industry professionals with the knowledge, tools, and connections they need to create unforgettable experiences in international destinations for their clients. Whether planning a corporate event, conference, incentive trip, or wedding, EP is the go-to platform for industry professionals seeking the right connection, information, and expertise.
For more information about Experiential Planner, visit www.experientialplanner.com.
More about Experiential Planner Expo (EPEX) 2025
Experiential Planner Expo (EPEX) is the flagship event organized by Experiential Planner (EP), aimed at bringing together key stakeholders in the MICE (Meetings, Incentives, Conferences, and Exhibitions) and Weddings industry. As the most impactful MICE & Weddings show in the region, EPEX serves as a dynamic platform for industry professionals to connect, collaborate, and explore new opportunities.
EPEX 2025 promises to be an unparalleled event, featuring over 100 local and global exhibitors meeting more than 500 MICE, event and wedding planners over specially curated B2B and networking sessions. With a focus on innovation, excellence, and international collaboration, EPEX 2025 aims to showcase cutting-edge trends, forge strategic partnerships, and drive business growth for all participants.
Attendees of EPEX 2025 can expect a diverse range of exhibitors, including destination tourism boards, convention bureaus, hospitality brands, DMCs, and suppliers, offering insights, solutions, and opportunities to enhance their outbound event planning endeavours. Through a series of curated sessions, workshops, and networking events, EPEX 2025 provides a unique platform for industry professionals to gain valuable insights, expand their networks, and elevate their expertise.
More about POW WOW Marketing (PWM)
POW WOW Marketing (PWM) is a leading marketing agency specializing in the MICE (Meetings, Incentives, Conferences, and Exhibitions) and Weddings industry. With a wealth of experience and expertise, PWM offers a wide range of services tailored to the needs of tourism boards, destination management companies (DMCs), venues, and hospitality brands.
PWM provides comprehensive solutions to help clients in the MICE and Travel industry achieve their trade marketing objectives and drive business growth. With a focus on creativity, innovation, and results, PWM collaborates closely with clients to develop customized strategies and campaigns that resonate with their target audience and deliver tangible results.
Inquiries
Morea Mahmuti
Project Manager
POW WOW Marketing
morea@powwow.ae
